Brand Guidelines
1. Logo
FULL LOGO
LOGO LITE
ICON
Our full logo is to be included anywhere our name isn't automatically included in text.
Our lite logo is to be used in situations where our name is already clearly present.
Our icon is to be used in areas where our brand is clearly present and the Aura name doesn't need to be repeated.
SPACING
When using our logo, ensure there is a space of roughly one 'R' length between the logo and any other component.
This also goes for our Lite logo but not our icon.
HOW OBSCURE...
Be sure not to obscure our Lite logo or our Full Logo with other page components.
CARDINAL SINS
Do Not crush or compress our logo. or use an already quality-reduced version.
Here are a few things you must absolutely not do with our logos and all their variants. We're serious! We'll get upset!
Do not crop our logo so that parts dissapear.
Do not Recolour our logo, variants exist for a reason.
AURA DIGITAL
AURA DIGITAL
Do not re-type "Aura Digital" in other fonts.
Do not squash, stretch or warp our logo.
Do not use any of our brand fonts in place of a logo.
Do not squash, rotate our logo.
Refrain from placing our logo in a container
Do pair the logo with shapes/text that could be construed as part of the logo.
2. Colour
PRIMARY COLOURS
Raven
White
Punk
MadLad
#LDLDLD
#FFFFFF
#B363BA
#2731ad
Our primary colours are used to generate our brand gradient and are used to colour text and icons where appropriate.
SECONDARY COLOURS
Aurange
Brink
Brink
Ding!
#FEAE00
#FF4040
#81D553
Our secondary colours are used as accents where we may need them. They should be used sparingly in most cases.
TERTIARY COLOURS
Zap
Our tertiary colours are often not used, they do not represent the Aura Digital brand on their own but may contribute to larger pieces like gradients.
None of that Pantone stuff - We're a digital brand, producing digital content so all of our brand colours need to be perfectly reproducible in RGB colour space.
#0898CC
3. Iconography
GRADIENT
DARK
Our gradient logo is to be used on plain backgrounds, it works on most solid colours that aren't any of our primary brand colours.
Our dark logo is to be used on top of gradients or light colours to generate contrast. Dark can be placed on dark in situations where the logo can be subtle, however, this cannot be used for the main logo.
LIGHT
Our light logo is to be used on top of gradients or dark colours to generate contrast. Light can be placed on light in situations where the logo can be subtle, however, this cannot be used for the main logo.
VARIANTS
These colour rules are to be used for all of our logo variants.
OPACITY
some of our brand components can utilise varied opacity but only when they are being used a second time on a given page or the intent is to make the brand subtle.
When in doubt use 100% Opacity
100%
75%
50%
25%
THE ICON ITSELF
Our icon is used to extend our brand where the logo/name is already present. It's designed to be used in a creative way so there are very few restrictions. However there are a few guidelines for how it can be most effectively used.
The Star Icon is great for use as a large-format watermark on page backgrounds. It's to be used sparingly (one per page) and discretionarily (may not be best for some applications.) Play with opacity in order to achieve new looks!
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Align right works best in order to retain the star shards on the left-hand side.
There are some important elements in our icon that we'd recommend trying to keep visible in order to best display our brand and ensure the shape reads as a star.
Try and keep the circled portions of the star visible in a given work.
4. Composition
Go Big Or Go Home
HERO SECTIONS
Hero section text is all centre aligned the elements can change position. For example, the Aura Icon can be right-aligned and enlarged. Play about, have a little bit of fun! Just make sure it all looks 'Aura'
CONTENT SECTIONS
ALWAYS LEFT ALIGN
We keep our content left-aligned for large bodies of text. This ensures readability and clarity. This goes even if our text appears at the right-hand side of a given piece of media.
Negative space is great!
Give Images a little space to breathe!
LEFT RIGHT SCATTER
Left-right scatter is used as one method to break up chunks of text. Text on the right-hand side must always be above or below its left-hand side counterpart. never overlapping.
LEFT LISTING
Left listing keep all the text left aligned. this is great for documents and more formal applications, or even to just break up the Left-right scatter and mix things up a bit!
SEPERATORS
Use separators sparingly. They're great for breaking up large sections in a document into manageable chunks but this can be done in ways that aren't as obvious and leave the page more open and spacious.
Line thickness can be varied to imply larger context switches. go for rounded line-caps where possible.
Allways centre align your separators!
DOCUMENTS
Document Title
SubTitle
This is a paragraph of text to demonstrate the hierarchy of font size to be used in document formats. You really don't need to have read this far but colour me impressed at your enthusiasm!
Contact Info
TITLE PAGE
Keep the Cover Page minimal. left-align the text and use the hierarchy seen to the left. This document format is to be used if there are no pre-made templates to use. Use the correct fonts and text colours and keep the background plain white. Do not use headers for the Cover page and only use footers for any necessary contact info or small print.
CONTENT PAGE
Place the section title in the top-left, the logo top-right. Keep the content left-aligned, single-spaced. leave a line between paragraphs to break up blocks of text. Use brand colours for minimal text such as footnotes and titles. Use black for body text.
Page No.
SECTION TITLE
This is a paragraph of text to demonstrate the hierarchy of font size to be used in document formats. You really don't need to have read this far but colour me impressed at your enthusiasm!
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec dapibus elementum leo, vitae vulputate massa condimentum in. Proin eleifend vulputate mattis. Suspendisse semper nunc dolor, non congue felis ultricies eget. Fusce elementum lectus vel velit luctus feugiat. Duis et tincidunt leo. Aenean quis nulla eu sapien vulputate lobortis at et felis. Duis ac diam dictum, luctus nulla vitae, pretium neque. Vivamus suscipit ante eu blandit malesuada. Cras non laoreet sapien, ac dictum nunc. Donec mollis arcu dui, sit amet ultricies nisi sodales aliquet. Nunc efficitur rutrum ante, in sollicitudin lorem pharetra at. Curabitur sed risus volutpat, tincidunt ex vel, fringilla augue. Maecenas eget lacus facilisis, pharetra diam in, vulputate enim. Duis vehicula malesuada mattis. Aenean placerat quam dolor, faucibus rutrum leo facilisis sed.
Nunc eu posuere justo. Pellentesque lacinia ullamcorper sapien, ac congue lorem bibendum nec. Sed faucibus turpis ac diam vehicula, non cursus nisi commodo. Vestibulum congue, est vel commodo feugiat, tortor quam dapibus nisl, sit amet aliquam purus sapien id nisi. Orci varius natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Nunc velit nunc, maximus tincidunt ornare vitae, semper ut nibh. Vestibulum sagittis magna velit, non rutrum felis commodo rhoncus. Praesent ultricies sed ligula eget scelerisque. Aliquam id mi quis elit bibendum porta sit amet in ante. Nullam fermentum, eros in facilisis vestibulum, urna purus fringilla purus, at mattis diam urna placerat lacus.
Aliquam sed pellentesque diam. Vivamus turpis risus, gravida sit amet arcu non, hendrerit convallis urna. Quisque massa mi, volutpat sed dolor sed, pellentesque varius erat. Sed non vulputate eros, mollis cursus ipsum. Morbi pretium orci purus, vitae hendrerit turpis fringilla non. Sed sed purus sit amet mauris ultricies vulputate id sit amet purus. Quisque commodo tellus at elit convallis, ac consectetur erat dictum. Suspendisse gravida id metus non venenatis. Praesent viverra sagittis libero vitae dapibus. Curabitur mollis ante velit, quis mollis enim rhoncus ut. Pellentesque vitae varius massa, sed aliquam odio. Phasellus diam felis, fermentum ut magna et, suscipit ultrices ligula. In cursus mattis sem, ac lacinia velit porta non. Vestibulum eget nibh non massa pulvinar malesuada ac sed ante. Sed eleifend tellus felis, a tincidunt felis fermentum eget.
Pellentesque sollicitudin velit ligula, ut dictum lectus mollis et. Sed eu accumsan purus. Morbi aliquet dui mauris, eget laoreet nibh scelerisque et. Aenean tincidunt ante id ex suscipit, in eleifend libero molestie. Maecenas ut dui sed felis scelerisque scelerisque. Nulla ipsum eros, posuere ac tellus in, ornare sodales diam. Sed eget laoreet ligula. Cras in tortor suscipit, dignissim metus nec, efficitur felis. Proin quis feugiat augue.
Footnote Content
LOCKUPS: INTERNAL USE
AURA DIGITAL STUDIOS
INTELLECTUAL PROPERTY
DEPT.
We have two internal lockup formats. Both use our lite logo. Anyone using the internal lockup format will be aware of the brand and will not, therefore, need to see the full logo. The line used should be the length of the top-most point of the star to the bottom-most point.
AURA DIGITAL STUDIOS
INTELLECTUAL PROPERTY
DEPT.
LOCKUPS: EXTERNAL USE
AURA DIGITAL STUDIOS
INTELLECTUAL PROPERTY
DEPT.
Our external brand lockup needs to include the full logo to ensure full brand understanding in those who may be encountering Aura for the first time.
AURA DIGITAL STUDIOS
INTELLECTUAL PROPERTY
DEPT.
LOCKUPS: LOGOS
HORIZONTAL LOCKUP
For horizontal logo lockups ensure the top of the word 'Aura' is in line with the top of the largest logo and the lower point of the star aligns with the lowermost point of the largest logo.
VERTICAL LOCKUP
For vertical logo lockups ensure the Aura logo is the same width as the largest logo in the lockup. focus on width, do not squash or stretch the logo.
4. Type
Primary
PRIMER PRINT BOLD
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890
~+-@©=%/>([{?!}])
Secondary
Rehat
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890
~+-@©=%/>([{?!}])
Primer print regular
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890
~+-@©=%/>([{?!}])
Body
Use all caps for most situations unless as a subtitle or in body text.
Use capital letters for the beginning of each word.
Use as regular body text.
HIERARCHY OPTION 1.
WE MAKE BRANDS LOOK AWESOME
No Compromises
Aura Digital Studios specialise in designing bespoke digital imagery for brands to really show off and impress. Delivering studio-quality content that doesn't compromise on style and won't break the bank.
HIERARCHY OPTION 2.
We Make Brands Look Awesome
NO COMPROMISES
Aura Digital Studios specialise in designing bespoke digital imagery for brands to really show off and impress. Delivering studio-quality content that doesn't compromise on style and won't break the bank.
GO BIG
OR GO
HOME!
Most of the time, if the text looks great, keep it the way it is! At Aura Digital we keep our brand fluid and love experimenting with it!